CERTIFIED BUSINESS DEVELOPMENT EXPERT (CBDE)

STUDY GUIDE

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TABLE OF CONTENTS:

Please use this guide to assist in preparation for the Certified Business Development Expert (CBDE)

Certification examination.

✓ An Overview of Accredited Certification Institute

✓ Certified Business Development Expert Details and Timeline

✓ Required Readings

✓ Audio Interviews

✓ Certified Business Development Expert Exam Preparation

• Exam Composition

• Terms and Concepts to know

• Chapter Questions

✓ Sample Questions

✓ Frequently Asked Questions (FAQ)

✓ Sample Question Answers

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I. Accredited Certification:

Accredited Certification Institute is the leading online program for specialized niche business

certification programs. The team behind Accredited Certification Institute is comprised of industry

experts in niches including business analysis, project management, public relations, consulting, and

many more.

This experience, combined with our advisory board’s expertise in online education and training, is

what makes it possible to provide the training and certification programs found on our website.

Accredited Training Institute is a global training and certification organization that has provided

practical industry-specific certification to over 20,000 clients from the United States, Europe, and

more than 75 other countries around the world.

We provide high value training programs that provide function knowledge on very specific business

topics such as public relations, online marketing, project management, international business, and

consulting.

Accredited Certification Institute’s Mission: To provide professionals with high impact

business training and certifications in niche subject areas that are functional and immediately

beneficial.

Accredited Certification Institute helps you to:

• Quickly gain specialized knowledge in highly valuable business niches.

• Enhance your credibility, resume, and overall value in the marketplace.

• Complete our training programs with 75-100 of study time from anywhere in the world.

Our programs accept participants year-round and are flexible to work with your current work

schedule and academic constraints. You can complete one of our programs in 2 months or 2 years;

the choice is yours.

MASTER’S CERTIFICATE PROGRAMS: Accredited Certification Institute is proud to offer several

advanced Master’s Certificates that require the completion of five programs from Accredited

Certification Institute platform.

To learn more about these Master’s Certificates and how to earn one, please see our website:

Certification.com/Masters-Certificate/

II. CBDE DETAILS AND TIMELINE:

PROGRAM DETAILS:

The Certified Business Development Expert (CBDE) certification program is unique in that it is

modeled after many online courses offered at Ivy League institutions today, offering more value for

a more cost-effective program. The CBDE Program is a self-study program that includes

educational multimedia resources in video form, a study guide, required readings, and a flexible

online examination process, accessible around the world.

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The online exam is structured so that in order to complete the exam within the 2-hour time frame

one must read through all of the assigned materials and conceptually understand the majority of the

material to score well enough to pass the exam.

Our goal is to offer the most challenging program in the industry while also providing all of the

learning tools possible to ensure participants get the most out of the experience. By testing the

knowledge depth and comprehension from the materials digested, the CBDE certification prepares

individuals for successful, real-world application.

The Certified Business Development Expert (CBDE) program is sponsored and offered by the

Business Training Institute. This certification program is designed to show and certify that you have

gained an in-depth understanding and high-level, specialized knowledge.

In addition to the benefits of gained knowledge, growing industry recognition, more knowledgeable

career choices, and networking, our organization is also developing additional resources for CBDE

Participants. This includes video and MP3 recordings on Q&A or strategies and tactics, webinars,

access to interviews with internet marketing professionals who have more than 10 years of

experience in the industry, among many more benefits.

TIMELINE & EXAMINATION DATES:

Programs are offered through open enrollment, making our programs 100% flexible with your current work or academic schedule.

Accredited Certification Institute exams are administered 100% online.

III. REQUIRED READINGS:

1. Marketing Gurus by Chris Murray. ISBN-13: 978-1591841050

2. All Marketers Are Liars by Seth Godin. ISBN-13: 978-1591841005

3. The Marketer’s Bible by Richard Wilson. ISBN-13: 978-1460945780 (Can be

found on Amazon here.)

BENEFITS OF THE CBDE:

• Complete our program in as little as a month.

• Gain valuable insight into business development models, best practices, and processes that you

can implement now without the need of a costly seminar or conference

• Add the Certified Business Development Expert (CBDE) Designation to your resume and

business cards, assuring employers that you are dedicated to working in the industry,

passionate about learning more about and able to work more efficiently after being promoted

or hired.

• Speak the business language - Earning the Certified Business Development Expert (CBDE)

Designation assures that you can attend conferences, interviews and other networking events

while being able to contribute to conversations and understand discussions about current events

or trends within the industry. Our program will help you to understand the terms and

implement the tactics and tools of leading business marketers, sales professionals, and business

development professionals.

• Advance your business or career by raising your level of business development knowledge and

increasing your ability to work quickly and effectively.

• Exclusive Access to tools and multimedia training resources found online within the Certified

Business Development Expert (CBDE) Program.

LEARNING OBJECTIVES OF THE CBDE PROGRAM:

• How to improve your business development tactics using influence and persuasion tactics

• How to leverage your team's knowledge and content to attract more clients to your business

each week

• How to become an authority figure within your niche and widen the funnel of your client

pipeline development efforts

• Why following our 3-step formula will help you develop more business relationships than

your competitors

THE CBDE EXAM WILL TEST PARTICIPANTS IN 5 MAIN AREAS:

1. Business Development Planning & Execution

2. Marketing & Sales Best Practices

3. Client Pipeline Management & Development

4. Authority Construction & Positioning

5. Influence & Persuasion Strategies

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IV. The Experts Interviewed for this Business Development Expert certification include:

Brian Tracy: Brian is a top 20 most well-known global business speaker and

trainer for sales managers and sales career professionals. Brian has spoken in over

80 countries to over 5,000,000 people live and he offers some of the best-selling

books in the world on time management, productivity, and business growth. Brian

has been a mentor to Richard Wilson, our CEO and Richard has both interviewed him and been on his

TV show as well - The Brian Tracy Show (pictured included here from TV interview). We were

honored to have the chance to interview him for our BusinessTraining.com platform.

Liza Anderson: Our team interviewed Liza Anderson to provide insights into how

public relations and business development go hand-in-hand in growing a business. Liz

is known for her celebrity branding and business development expertise and shares that

knowledge on this expert audio interview for program participants.

Mark Schneider: Mark is the head of RSW an outsourced marketing group that helps

ad agencies and public relations firms better position themselves and identify leads in

the marketplace. Within this Expert Audio Interview Mark shares his expertise in

business development taking lessons from work he has recently completed for clients.

Akash Karia: Akash is the #1 most prolific writer and thought leader on the topic of

public speaking globally and he is himself ranked a top 10 speaker in all of the Asia-

Pacific region. We were honored to interview Akash on humor, advanced rhetorical

device usage, developing a signature story, pattern interrupts, being prolific, modeling,

how successful speakers think, and how to create a memorable phrase that pays. If you

ever wondered what it would be like to sit down for coffee with a global expert on public

speaking, please listen to this audio interview.

Nicholas Ken: Our team completed this Expert Audio Interview with Nicholas because he is a

freelance sales project consultant and blogger. Nicholas runs a blog called Mind on Media Sales and

he is an expert in sales and has been working in this space for his whole career.

Patsi Krakoff: Patsi was interviewed for this program because she is a content

marketing specialist and the author of the book "Content Marketing with Blogs."

Within this recorded Expert Audio Interview, she shares lessons on how to create

consistent high quality content to build a business.

Greta Shulz: Greta is head of Shulz Training a leading sales training company. Greta has

been working in business development and sales for most of her career and she is a

nationally recognized figure in the industry.

We are honored to have completed this valuable interview with Greta, make sure not to

miss this recording.

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Mitchell Harris: Mitchell is the Founder and Director of Business Development of

MJ Harris and Company.

Mitchell has a background in the investment management industry and through that he

discovered the core importance of business development and business growth.

Certified Business Development Expert (CBDE) Video Modules

1. Business Development 101

2. Competitive Intelligence

3. Brand Loyalty

4. Marketing 101

5. Being Newsworthy

6. Sales Tactics & Strategies

7. Search Engine Optimization (SEO) and LongTail Keywords

8. Social Media Efforts

9. Educational Marketing Strategies

10. The 4 P's of Sales & Business Development

11. Leveraging the Power of Commitment in Business Development

12. Leveraging the Power of Reciprocation in Business Development

13. Leveraging the Power of the Liking Principle in Business Development

14. Simulating the Mastermind to Improve Business Development

15. Leveraging the Power of Scarcity in Business Development

16. Creating a Buyer Persona

17. Creating a Strategic Business Development Plan

18. Top 5 Mistakes in Business Development

19. What is Internet Marketing?

20. Leveraging the Power of Social Proof in Business Development

21. The Importance of Testing in Business Development & Marketing

22. Google Tools for Business Development

23. Google Alerts Tool & How to Use it for Business Development

24. Using Copywriting in Sales

25. Getting Executive Buy-In for Social Media

26. Public Relations, Business Development, Marketing & Customer Service

27. Sharing Your Content Online

28. Tips for Creating a Successful Business Development Plan

29. Persuasive Writing (Copywriting) for Business Growth

30. Work More Efficiently: Time Saving Business Tools

31. How to Double Your Chances of Business Success?

32. How to Become a Doctor Within Your Business Field?

33. Knowledge Asset Management: A Competitive Advantage for Your Business

34. Single Focus: The Key to Maximum Productivity

35. Fertilize Your Brain

36. Learning Before Outsourcing

37. 5 Techniques to Efficiently Capture Your Business Ideas

38. Video Book Summary: Jeffrey Gitomer's Sales Bible

39. Paying the Price for Success

40. The Power of Positive Business Habits

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41. The Importance of Business Ethics to Your Success

42. The Power of Inevitability Thinking in Business

V. CBDE EXAM PREPARATION

1. EXAM COMPOSITION: THE CERTIFICATION EXAM IS PROVIDED ONLINE

The exam has a total of 100 available points, 80 of which can be earned from the multiple

choice or true/false questions that are worth 1 point each. Please see the chart below for the

composition and distribution of the points:

Topics and Weights

Business Development Planning &

Execution

20 MC questions (20 pts)

Marketing & Sales Best Practices

25 MC questions (25 pts)

Client Pipeline Management &

Development

10 MC questions (10 pts)

Authority Construction & Positioning

15 MC questions (15 pts)

Influence & Persuasion Strategies

10 MC questions (10 pts)

You will have 2 hours to complete the exam. Those who have not made the effort to read the

materials will have a hard time completing the exam within the allotted time, but for

participants who have read the required readings 2 hours will be sufficient.

TERMS & CONCEPTS TO KNOW:

Below, please find terms and concepts you should be able to define after having read the

required readings.

Please define the terms from the required readings rather than a dictionary. You will be tested on

the definitions that authors have written.

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Investment Sales Cycle

The 5 Great Rules of Sales

The 5 Pillars of Selling

The 6 I’s of Relationship Cultivation

Early adopters

Late adopters

Qualifying a client

The 6 I’s Pipeline

Three Ways to Ramp Up Your Sales Development Program

Investment Tool #1: Sales Systems

Investment Tool #2: Strategic Tools

Investment Tool #3: Four Strategic Rules to Create Excessive Profits

Investment Tool #4: The 4-Square Planning Model

Investment Tool #5: Top Five Sales Objections

Investment Tool #6: Request for Proposal

Investment Tool #7: ABC’s of Sales Campaigns

Culture Shock

S.M.A.R.T.

The 3 Main Phases to a Sales Call

The 5 Types of Questions You Can Ask a Customer

The 4 People Types

The Top 5 Reasons Are Reluctant to Purchase

Worldview

Frames

5 Steps of Marketing

Customer Wants

Customer Needs

The 2 things that differentiate success and failure in organizations today

Taste

Attention

Bias

Vernacular

Community

Reasons firms expand globally

Economics of Scale

Economies of Scope & Learning

Centrist Approach to Managing International Sales Organization

Non centrist Approach to Managing International Sales Organization

Problems international management faces (see Chapter 7 in the Rainmaker Handbook)

Five-point course of action for those who need a better way to evaluate different markets

and products on a global level (see Chapter 7 in the Rainmaker Handbook)

Top ten barriers to trade

The 7 Rules of International Distribution

Common ways to hedge the risks from exposure (when working internationally)

4 Step Process for Analyzing Country Risk Abroad

The 4 Main Reasons Exporters Use Credit Insurance

The 8 strategies for reducing foreign exchange exposure

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The KISS Principle

The Accounting Principle

The Control Principle

The Kaizen Principle

Manager Ethics Levels

– Moral

– Immoral

– Amoral

The 3 Main Drivers of Immoral Activity

The 8 Networking Tricks of the Rainmaker

The 3 Possible Results of Negotiation

The 5 Steps of a Negotiation

Factors that can change the process of a negotiation

5 Disciplines of Strategic Intelligence and Tactical Ingenuity

3 Tools for 3-D Negotiations

Six Negotiation Pitfalls

Aristotle’s 3 Means of Influence

3 Verbal Tactics to Increase a Positive Outcome in a Negotiation

Arbitration

Mediation

Rent-A-Judge

Summary Jury Trial

Mini-Trial

The 3 Main Influencers for Cross-Cultural Negotiations

The 4 Ways to Analyze a Culture When Doing Business Globally

3 Steps to Creating an “Early Warning System”

Cloning Your Competition

USP (Unique Selling Proposition)

Eight Successful Differentiation Strategies

The Five Rules for the Road When Choosing Your Differentiating Idea

Lateral Marketing

Vertical Marketing

Segmentation

The Lateral Marketing Process (3 Steps)

Substitution

Combination

Inversion

Elimination

Exaggeration

Reordering

1:1 Marketing

Mass Marketing

Ways to Turn Prospects into Shoppers

Advocates

Pure Loyalty

Pull Loyalty

Cannibalizing

“Coopetition”

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Niche vs. Cubbyhole

Killer App

OCI (Opinion-Creating Initiative)

“Immigrants” of Cyberspace

Buzz/ Word-of-Mouth

Network Hubs

The “Rules” of Networks

Contagious Products

Seed Unit

The New P’s of Marketing

TV-Industrial Complex

Remarkable Marketing

Sneezers

“Thinking Pink”

Transparent Marketing/Campaigns

Hybrid Campaigns

Visible Campaigns

Value Discipline

Operational Excellence

Product Leadership

Customer Intimacy

Operating Model

Transaction Environment

Vertical vs. Virtual Integration

Core Competencies vs. Core Essence

Innovation vs. Renovation

Emotional Benefits

Functional Benefits

Attributes

T.A.C.O.S.

Demand-Based Segmentation

Hard Opposition

Soft Opposition

Undecided

Soft Support

Hard Support

2. SAMPLE QUESTIONS

Please choose the answer that best answers the question or completes the phrase. The answers are

on the last page of this study guide. Try answering the questions before looking at the answers.

1. Growth negatively affects differentiation in two ways:

a. The company becomes too focused and overextends its product lines.

b. The company becomes distracted and does not extend its product lines enough.

c. The company becomes distracted and overextends its product lines.

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d. The company becomes too focused and does not extend its product lines enough.

2. True or False: Advertising can create a market position, but cannot reinforce one.

3. True or False: Segmentation provides a double effect: it fragments the market and at the

same time makes it bigger.

4. Which of the following is one of the ways Raphael and Raphael suggested to turn a

prospect into a buyer?

a. Assume direct mail will work.

b. Create a small reason for them to shop with you.

c. Get involved.

d. Emphasize marketing and promotion.

5. Why is it important to create products that may compete with your already existing

products?

a. Times have changed; the digital era means companies must have competing

products.

b. It’s not important; this is like brand suicide.

c. Companies need to experiment to see which products will survive against one

another.

d. Marketing is more interesting when you have a battle to watch.

6. When considering taking a product global, which of the following is not a step used to

analyze the risks in countries abroad?

a. Identify contributing political and financial variables

b. Assign each variable into groups based on their relation

c. Assess the importance or influence of each variable

d. Decide whether or not the overall risk reflects a tolerable level

7. Marketing is about , and is the single

most important output of our civilization.

a. spreading ideas, spreading

ideas

b. telling stories, telling stories

c. telling lies, telling lies

d. sharing secrets, sharing secrets

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V. SAMPLE QUESTION ANSWERS:

Please see the following answers to the sample questions provided. A brief explanation was given for

each answer and why the other options were incorrect. If you didn’t do as well as you thought you

would have, please consider re-reading the books or supplementary readings as the sample questions

were drawn directly from them.

1. Growth negatively affects differentiation in two ways:

c. The company becomes distracted and overextends its product lines. (Marketing Gurus, pg. 14)

2. True or False: Advertising can create a market position, but cannot reinforce one.

False. “Advertising can reinforce a market position, but cannot create one.” (Marketing Gurus, pg.

53)

3. True or False: Segmentation provides a double effect: it fragments the market and at the same

time makes it bigger.

True. (Marketing Gurus, pg. 21)

4. Which of the following is one of the ways Raphael and Raphael suggested to turn a prospect into a

buyer?

c. Get involved. (See Marketing Gurus for the Raphael and Raphael chapter

5. Why is it important to create products that may compete with your already existing products?

a. Times have changed; the digital era means companies must have competing products.

(Marketing Gurus, pg. 190. Also reiterated on pg. 161.)

6. When considering taking a product global, which of the following is not a step used to analyze the

risks in countries abroad?

c. Assign each variable into groups based on their relation

(Rainmaker Handbook pg. 91)

7. Marketing is about , and is the single most

important output of our civilization.

a. spreading ideas, spreading ideas (All Marketers Are Liars pg. 17)

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VI. FAQ:

Have more questions or need more information? Please see our FAQ (Frequently Asked

Questions) section on Accredited Certification Institute website here:

http://Certification.com/FAQ/

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